Yorkshire’s Doncaster Sheffield Airport (DSA) has acquired the naming rights to the Sheffield Arena. The move follows on from a major new partnership between the company and the venue. A six-figure investment by DSA will see the arena re-named as the FlyDSA Arena from 20 September 2017.
The initial three-year deal comes as DSA has been named the UK’s best small to medium airport by Which? consumer group. The agreement will see the two organisations work in close partnership to promote not only the airport and the venue but also the wider Sheffield region.
Robert Hough, chairman of Peel Airports and owner of Doncaster Sheffield, said: “DSA is an airport the Sheffield City region and Yorkshire can be proud of; currently the fastest growing in the UK with more destinations and airlines than ever before and officially rated the best small airport in the UK.
“DSA and the arena are key parts of Sheffield and the region’s leisure offering so by working together we hope to attract even more visitors to the region.”
The FlyDSA Arena will be taken to new heights with a major overhaul of all venue branding and the agreement will also see a re-brand of the over 1.5m tickets sold across the ticketing network, all leaflets, posters, venue signage and advertising to FlyDSA Arena.
Kate Stow, head of marketing and communications at Doncaster Sheffield Airport, added: “This new and exciting partnership will bring DSA into the hearts and minds of Sheffielders and the huge audience the FlyDSA Arena attracts from across Yorkshire.”
Commenting on the news, Alex Pettifer, MBE deputy chairman, Sheffield City Trust, concluded: “We are absolutely delighted to be working with DSA on this new chapter of the Arena’s history.
“Both DSA and the arena are integral to the region’s economy; the significant contribution from both organisations supports the continued growth of visitor’s to South Yorkshire, from across the county and further afield.
“This is a brilliant example of positive collaboration between two local businesses and we look forward to welcoming visitors to FlyDSA Arena very soon.”